SEOUL, August 03 (AJP) - K-pop boy group NCT 127 has launched an interactive promotional campaign ahead of its seventh studio album, "BLINGY," built around the idea that fans are the ones calling the group into action, SM Entertainment said Monday.
SM Entertainment opened the CALL 127 website at midnight Monday as the centerpiece of the campaign leading up to the album's Aug. 24 release. Styled as a command center, the site allows visitors to browse teaser materials while following a storyline that casts NCT 127 as a team responding to calls across Seoul.
A signature feature lets users press a "CALL 127" button to hear voice messages from the members, creating the impression of direct communication with the group. The website also includes behind-the-scenes images from the teaser shoot and will serve as a hub for online and offline promotional events throughout the comeback.
The campaign expanded Monday with the release of the first three episodes of a trailer series on NCT 127's official YouTube channel. The videos follow Haechan, Jaehyun and Yuta as mysterious signals begin interrupting their everyday routines, setting up a storyline that will continue throughout the promotional campaign.
The concept ties into what SM describes as the album's "One Team" theme, emphasizing the connection between the members and their fans through an ongoing narrative rather than standalone teaser content.
"BLINGY" will be released at 6 p.m. (0900 GMT) on Aug. 24 across major streaming platforms. The nine-track album marks NCT 127's first full-length release since "WALK" in 2024 and arrives as the group celebrates the 10th anniversary of its debut this year.
Since debuting in 2016, NCT 127 has established itself as one of SM Entertainment's flagship acts with songs including "Cherry Bomb," "Kick It," "Sticker" and "Fact Check." Following the album's release, the group will launch its fifth world tour, "NEO CITY – THE REDLINE," beginning with three concerts at Seoul's KSPO Dome from Sept. 18 to 20 before continuing across Asia.
Copyright ⓒ Aju Press All rights reserved.